Measuring progress
How to tell whether marketing is bringing worthwhile work.
Connect visibility and enquiries to quotations, won jobs and the work you actually want your business to do.
The useful bit
Measure the path from attention to suitable enquiries and won work. Keep delivery costs, lead quality and attribution limits in view when judging commercial value.
Define a useful outcome first
A business seeking recurring commercial work needs a different scorecard from one filling short-notice domestic appointments. Agree the service, coverage, customer type and capacity before choosing headline metrics. More enquiries can be a poor outcome if they are mostly work you do not offer. The definition should be clear enough that two people reviewing the same lead would reach a similar judgement.
Keep a practical enquiry record
Record when a lead arrived, the requested service, area, source where known and whether you could make contact. Follow it through to quotation, won or lost work, with a useful reason where available. A simple, consistently maintained record is better than an elaborate system that nobody updates. Keep personal information limited to what your business needs and use appropriate access controls.
Use ratios to ask better questions
Enquiry rate is enquiries divided by relevant visits. Qualification rate is suitable enquiries divided by all enquiries. Quote-to-win rate is won jobs divided by quotations. These ratios help locate changes in the journey, but compare similar periods and definitions. Small samples can swing sharply. Do not assume a percentage proves improvement without looking at the underlying counts and circumstances.
Separate revenue from return
Sales value is not profit. When discussing the value of acquired work, consider the costs of delivering it and the marketing costs included in the calculation. Platform spend alone is not the whole investment. Repeat work may add value later, but only include it when supported by actual records or label it clearly as an assumption. Avoid turning an optimistic projection into a reported result.
Be honest about where the lead came from
A person may see an advert, read a guide, ask a friend and later search for your name. Tracking can be incomplete and different systems can credit the same enquiry. Combine available data with what customers tell you. Owt uses reporting to support decisions about the next work, not to claim certainty where the evidence cannot provide it.
Put it to work
A useful next step for your business.
Focused campaigns on Google, Facebook, Instagram and Bing. Built around your services, your area and your capacity.